Nielsen Media Research Spend Trend: Spring travel

Dailies have travel spend all wrapped up

Daily newspapers overwhelming control this category with ad spending totaling 61.1% to 64.1% over the past four years. TV is a distant second with a high of 22.4% of the pie in 2004 and its four-year low of 20.2% coming last year.

Dailies have travel spend all wrapped up

Daily newspapers overwhelming control this category with ad spending totaling 61.1% to 64.1% over the past four years. TV is a distant second with a high of 22.4% of the pie in 2004 and its four-year low of 20.2% coming last year.

Annual National Advertising Spend – Q1 – Spring travel (planning, booking, and associated items)

  Q1 2002 Q1 2003 Q1 2004 Q1 2005
Bookstores & stationery stores $1,728
Dept. stores luggage & leathergoods $ – 16,404 2,792 14,127
Government travel bureaus $11,100,878 9,216,472 14,724,132 10,792,766
Hotel chains $11,129,542 9,298,379 10,958,540 8,526,165
Informational sites/ search engines/ portals $43,749 34,071 33,502 16,104
Insurance: travel $177,331 169,560 377,536 421,743
Luggage, leathergoods, umbrellas $200,872 45,698 118,519 524,140
Magazines, newsletters $8,254 13,898 13,820 37,336
Tours, cruises, yacht charters $9,945,091 12,201,138 9,486,489 11,430,845
Travel agents, associations $14,980,898 19,644,936 21,779,991 25,416,277
Travellers cheques, foreign exchange, gift bonds $366,685 852,661 355,304 441,066
Total $47,955,028 $51,493,217 $57,850,625 $57,620,569

National Q1 Total Spend by Medium

2002

Dailies $29,292,688 (61.1%)
Magazines: $4,316,002 (9.0%)
Out of Home: $2,026,107 (4.2%)
Radio: $1,797,723 (3.7%)
Total TV: $10,522,508 (21.9%)

2003

Dailies $32,986,973 (64.1%)
Magazines: $3,685,108 (7.2%)
Out of Home: $2,163,167 (4.2%)
Radio: $2,046,115 (4.0%)
Total TV: $10,611,854 (20.6%)

2004

Dailies $35,598,886 (61.5%)
Magazines: $3,905,990 (6.8%)
Out of Home: $1,448,635 (2.5%)
Radio: $3,932,047 (6.8%)
Total TV: $12,965,067 (22.4%)

2005

Dailies $36,364,461 (63.1%)
Magazines: $3,534,967 (6.1%)
Out of Home: $2,496,896 (4.3%)
Radio: $3,607,202 (6.3%)
Total TV: $11,617,043 (20.2%)

National Q1 2005 – Top 5 Spenders, Spring travel
1) Expedia Inc. – Expedia.com online travel agency (Travel agents, associations)
2) Newfoundland Government – Newfoundland & Labrador Tourist Office (Government travel bureaus)
3) First Choice Canada – Selloff Travel Service (Travel agents, associations)
4) Ontario Government – Tourism Ontario (Government travel bureaus)
5) Flight Centre Limited – Flight Centre Travel Agency (Travel agents, associations)

The preceding data is from the Nielsen Media Research, AdExpenditures. For more information, please contact Andrea Beach, business manager, andrea.beach@nielsenmedia.com.

All data courtesy of Nielsen Media Research.